Word: fresca
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Terribly Intuitive. Coca-Cola officials, caught unprepared by the ban, worked round the clock, preparing advertising copy and arranging to start production of a saccharin-sweetened syrup for Fresca, which will contain only two calories in eight ounces. "This was a jumping joint," says Charles W. Adams, senior vice president. "We got a lot of printers up in the middle of the night." PepsiCo, which began marketing a new Diet Pepsi the day the ban was announced, attributed its switch to a burst of altruism. Big ads in newspapers noted solemnly: the "Pepsi-Cola Company cannot in good conscience offer...
Diet drinks containing cyclamates must be removed from shelves by Jan.1. The announcement took some producers unaware. Instead of trying to fight the ban, Coca-Cola officials say that they are experimenting with other "formulations" for their Tab and Fresca diet drinks, and will probably switch to some other low-calorie sweetener. PepsiCo, which was obviously not caught napping, immediately announced that it will begin marketing within a few weeks cyclamate-free Diet Pepsi-Cola "with a touch of real sugar...
...meet new buying trends: its products account for an estimated 41% of the U.S. soft-drink market, but the company's Tab ranks only third in the market for diet colas. On the other hand, Coke has diversified quite successfully in recent years, notably with its big-selling Fresca. Now the company hopes to put still more life into sales through the image and logo changeover, which is expected to be well on its way by the peak of next summer's soft-drinking season...
...former law clerk describes him, "a quiet, serious, somewhat shy man who displays a good sense of humor once you know him." This trait emerges occasionally in mild, improbable pranks, as when his neighbors recently bought a new lawnmower. Haynsworth showed up with a beribboned bottle of Fresca to christen the new machine...
...better cushioned than that of any President preceding him. A small Huey turbo helicopter and an Air Force crew are at his disposal. His teak-paneled office in Austin is the same one he used as President, with phones wherever convenient and a button marked "Galley" to summon a Fresca or a milk shake. A special allowance of $375,000 will cover the cost of transition, including the hiring of clerks to answer the hundreds of letters that continue to pour in. As a former President, Johnson has a pension of $25,000 a year, an $80,000 office allowance...